Abstract
Currently, marketing is undergoing a major shift driven by environmental disruptions and advances in marketing technologies. This shift has implications for marketing decision-making. However, research on how marketing managers navigate modern marketing environments’ complex, volatile, and data-intensive nature is limited. This study addresses this gap by qualitatively analyzing marketing managers’ decision-making processes in 15 companies. Using the naturalistic decision-making approach and the situative perspective on cognition and action as theoretical lenses, we identify three key characteristics of decision-making in modern marketing environments—namely, agility, inventiveness, and reflexiveness. Our findings provide empirically grounded insights into the cognitive and behavioral processes involved in marketing decision-making and contribute to a deeper understanding of how managers navigate—and respond to—modern marketing environments’ challenges.
Original language | English |
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Article number | 113872 |
Peer-reviewed scientific journal | Journal of Business Research |
Volume | 162 |
Issue number | July |
ISSN | 0148-2963 |
DOIs | |
Publication status | Published - 28.03.2023 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- decision-making
- managerial
- modern marketing environments
- situated cognition
- naturalistic decision-making